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AISE CONSUMER BEHAVIOR SCIENCE AND PRACTICE (pb) 2010
Author: KARDES
ISBN: 9780538746861
Year: 2010
Publisher: CENGAGE LEARNING (THOMSON BUSINESS INDIA)
Category: MARKETING & SALES/ CUSTOMER CARE
Format: Paperback
Language: English
Pages: 250
 ABOUT THE TITLE
This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of culture and society on consumer behavior. In addition, this innovative new text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition will serve students well in the classroom and help them develop the knowledge and skills to succeed in the dynamic world of modern business.

by:Frank Kardes, Maria Cronley, Thomas Cline


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